Elaboration: Taking the time to deeply think about something.
Elaboration Likelihood Model: Describes how likely individuals are to thoroughly process information.
Key Concepts
Central Route Processing
Definition: Involves deep, thoughtful consideration of information.
Example: Buying a car by researching various models, reading reviews, listening to others, and watching commercials.
Characteristics:
Involves critical thinking and evaluation.
Focuses on the central details and substantive information.
Peripheral Route Processing
Definition: Involves making decisions based on superficial information.
Example: Choosing a car based on its appearance or because a friend owns it.
Characteristics:
Less effort and thought involved.
Influenced by peripheral cues like attractiveness or endorsements by others.
Decision-Making Influences
Central vs. Peripheral Processing: Individuals may use both types of processing depending on the situation.
People might use Central Route Processing for important decisions but can be swayed to use Peripheral Route Processing due to external influences like attractive people or experts.
Importance of Understanding ELM
Helps in understanding how people process information and make decisions.
Useful for marketers and advertisers to tailor their messages according to the audience's likelihood to elaborate.
Conclusion
The Elaboration Likelihood Model helps explain the different ways people process information and make decisions based on their likelihood to engage in critical thinking versus being influenced by peripheral cues.